The impact of quality score on your Google Adwords campaign

Google AdWords is a great advertising platform developed for immediate and instant exposure, with an excellent return on investment.

Google advertises It’s EASY! All you need to do to is build your campaign by adding a few semi-relevant keywords, some text and your business name and submit. Simple, easy with the promise being you will start making endless sales!

Unfortunately, it’s easier said than done, as it ends up becoming an expensive and hard lesson learnt and here’s why;

Often we are reminded that business owners want all the bells and whistles but refuse to acknowledge the strategic development needed to run a successful ad campaign. It takes time, effort, in-depth knowledge, experience and a lot of testing with constant improvements to ensure your campaigns are running successfully and optimally.


Google is known for their strict policies, they have a reputation to uphold and prefer to be associated with businesses who share the same values. Quality Score is Google’s rating of the quality and relevance of both the Google campaign’s keywords and Adwords adverts.

Ultimately, you should aim for a high-quality score, where possible. Contributing factors depends on a number of tactics mentioned below;

1. Your click-through rate (CTR).

Click-through rate is a metric that measures the number of clicks advertisers receive on their ads compared to the number of interactions (impressions) the ad received. Achieving a high click-through rate is essential, as it affects your quality score from an account point of view as well as the ad itself and will lower costs per click.

2. The relevance of each keyword to its ad group.

Grouping keywords by relevance mean constructing well-organized, targeted campaigns and ad groups that are relevant to the campaign you are running and what you are trying to achieve.

3. The relevance of your Ad Text.

Ensuring that your headline, description and links are as relevant to what you are trying to achieve as possible, will ensure a good quality score.



4. Your historical Adwords account performance.

An aged Google Adword account is favoured when ads perform well and are maintained.

5. Landing page quality & relevance.

Whether you are trying to sell a specific service or a certain product, linking your Google Adwords ads to a landing page is considered best practice and making sure that the landing page is relevant to the ad, is crucial.

Receiving a bad quality score is a result of the following:

1. Broken URL

If you are running an ad that is connected to a landing page and that landing page URL (Uniform Resource Locator or better known as the website address) is broken, this could negatively affect your campaign.

2. Poorly written ads

This could be many factors, such as spelling errors, irrelevant keywords included in the text, no call to actions or not making use of ad extensions.

3. Not using negative keywords

This will cost you a lot of money. By using a negative keyword, you can exclude keywords that aren’t a good match for your product or service.

4. Limited page content

If your written content is not to Googles required length or is not unique (Duplicate content), this will negatively affect your quality score.

5. Irrelevant page content

An ad needs to correlate to the content within the landing page.


A variety of factors play key roles when building and optimizing your campaigns. That being said, both your AdWords campaign structure and a high-quality score for your landing page has to be in place in order to form the building blocks of a successful campaign.

1. Keyword research.

Discover new keywords, experiment where possible, test, test and more tests! Adding long-tailed keywords (A more specific keyword phrase that visitors are more likely to use when they’re closer to a point-of-purchase) can contribute to the performance of your campaign.

2. Being organized and structured.

Split your keywords into organized groups that are most relevant to each campaign. By structuring your campaigns into targets ad groups, you are targeting the relevancy between the search query and the ad.

3. Improve or adapt the copy of your ad.

Google Adwords has a limited text palette to play with. Use this space wisely and test different combinations in order to find higher-performing ads.

4. Optimizing your landing pages.

Google looks for landing page relevance & landing page experience. So, while keeping in mind that keywords used on the landing page are relevant, loading time is also an important consideration when calculating the quality score. According to Google, landing page experience is evaluated based on:

  • Relevant (determined mostly by the presence of keywords on the page), useful and original content.
  • Transparency and trustworthiness.
  • Ease of navigation.
  • Encouraging visitors to spend time on your site.


5. Adding negative keywords.

If your ads are being featured for incorrect search phrases, then, make a note and add these as negative keywords to your campaign to ensure that your ads display for the correct keywords/phrases.


In closing, it is important to combine and optimise your landing page and ad campaign structure in such a way that they complement one another. By implementing and improving all factors mentioned above, will result in a higher Quality Score for your Adwords Campaign, which will guarantee that your business will save on costs while providing a high return on investment (ROI).

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Having been established in 2005, in Cape Town, South Africa, Elemental is primarily focused on providing web development services and digital marketing campaigns.